Ad networks paving the way for the future of TV advertising?

Are ad networks doing all the grunt work and learning for the future of TV advertising? As online advertising through ad networks has its trials and tribulations of targeting, aggregating and measuring TV networks need to pay close attention. If the model becomes standardized and accepted, media buyers will demand that they get the same kind of targeting and capabilities that they can get through online advertising.

Offline media paved the way for the origins of online advertising as all the original metrics from offline buying carried over to the online world such as reach. But it seems that we are getting close to the catch phrase of “crossing the chasm” where online will propel itslef further into unchartered territories of tracking things like engagement. As more and more “brand” advertisers shift dollars to online and interactive marketing, they will demand better trackability, results, and just plain cool stuff that can be tracked. Think UGC here.

TV executives better keep a close eye on behavioral targeting and engagement measuring as the questions will begin to rise and answers will be demanded. Video on demand is there, pre-roll video is there, it’s just a matter of time before cable TV offers behavioral targeting. I hope, as it means ads that might actually offer something I might be interested in.

Tags: ad networks, behavioral targeting, online advertising, TV advertising